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Advertising Industry: Difference between revisions
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* Cross-platform audio ad sales will stabilize at around $17 billion this year. Linear radio ad formats will drop -4%, while digital audio formats (audio streaming, podcasting) will rise +9%. Podcasting will help drive digital audio growth, and grow +16%, though this represents a slowdown compared to MAGNA’s previous forecast of +22% | * Cross-platform audio ad sales will stabilize at around $17 billion this year. Linear radio ad formats will drop -4%, while digital audio formats (audio streaming, podcasting) will rise +9%. Podcasting will help drive digital audio growth, and grow +16%, though this represents a slowdown compared to MAGNA’s previous forecast of +22% | ||
''Magna is using the assumption of Real GDP growth of +1.3% in 2023.'' | ''Magna is using the assumption of Real GDP growth of +1.3% in 2023.'' | ||
=== Grupo M === | |||
==== December 2024 ==== | |||
'''Key Findings:'''<ref>https://www.groupm.com/newsroom/groupms-end-of-year-global-advertising-forecast-projects-9-5-growth-in-total-2024-advertising-revenue/?utm_source=chatgpt.com</ref><ref>https://www.groupm.com/this-year-next-year-2024-global-end-of-year-forecast/</ref> | |||
* '''Global Growth:''' Global advertising revenue is projected to grow 9.5% in 2024, reaching over $1 trillion for the first time (excluding U.S. political ads). A further 7.7% increase is expected in 2025, pushing total revenue to $1.1 trillion. | |||
* '''Digital Dominance:''' Pure-play digital advertising remains the primary growth driver, with a projected 12.4% increase in 2024. Digital is expected to constitute 72.9% of total ad spend by 2025. | |||
* '''Retail Media Expansion:''' Retail media is a key growth area, forecasted to hit $177.1 billion globally in 2025, surpassing TV revenue (including streaming) for the first time. | |||
* '''Out-of-Home (OOH):''' OOH advertising has maintained its share, with digital OOH (DOOH) driving growth, projected to contribute 42% of total OOH revenue by 2025. | |||
* '''Other Channels:''' | |||
** Global audio revenue is expected to remain flat in 2025. | |||
** Print advertising continues to decline due to digitization and AI disruptions. | |||
'''Market Insights:''' | |||
* '''Top Markets Growth:''' All top ten advertising markets are projected to grow in 2024: | |||
** '''U.S.:''' 9.0% growth to $400.2 billion. | |||
** '''China:''' 13.5% growth to $204.5 billion. | |||
** '''Other Key Markets:''' UK, Japan, Germany, France, Canada, Brazil, India, and Australia | |||
=== Dentsu Forecast === | === Dentsu Forecast === | ||